- Forty-two per cent of travellers have used AI tools.
- Across 15 European countries the average is 42pc.
- Greece leads at 61pc.
- Use is more common among those under 45.
- Booking and payment via AI agents remains limited.
Forty-four per cent of travellers in Italy have used AI tools, an increase of 11 percentage points on 2025. Across 15 European countries the average is 42pc, with Greece leading at 61pc. Use is more common among those under 45, though booking and payment via AI agents remains limited.
The statistic is from the 2026 Portrait of European Travellers study conducted by MMGY Travel Intelligence. The annual report monitors shifting travel behaviours, technology integration and planning trends across five major European nations: England, France, Germany, Italy and Spain.
Industry experts note that competitiveness will increasingly depend on mastering distribution channels and understanding changing demand patterns. Booking and payment via AI agents remains limited despite growing adoption for trip planning and inspiration.
